(CNN) -- This Thanksgiving, a battle is brewing. A life-and-death contest orchestrated at the highest levels of power.

It's not the latest from the Hunger Games franchise; it's the presidential turkey pardon.

The quarter-century-old tradition got another makeover this year with an expanded crowd-sourced, social media component: Last year, Facebook users got to decide which bird got the coveted presidential pardon by clicking "Like." This year, they can still "Like," but they can also regram the photo of their chosen bird on Instagram, or tweet a specific hashtag.